Head each purchase tier with a full-width label strip
Each tier card opens with a strip naming who it is for (Most Popular, Best Value), lists inclusions as ticks, and dims the one-time purchase at the bottom.
What it is
The buy box is a vertical stack of tier cards. Each is headed by a full-width label strip (Most Popular, Best Value) and shows its price against a struck one with a save badge, then its inclusions as ticked lines: servings shipped monthly, a free water bottle, a free surprise flavour pack, pause, cancel or adjust anytime. The one-time purchase sits last and visually dimmed.
Why it works
The label strip answers "which one is for me?" before the shopper reads a number, and ticked inclusions make the difference between tiers countable rather than something to infer from prices. Dimming the one-time option does not hide it, it just tells the shopper which choices the brand stands behind.
How to test it
- Hypothesis
- Labelling each tier with a full-width strip and listing inclusions as ticks will lift subscription take rate and average order value versus an unlabelled price list.
- Primary metric
- Subscription share of orders
- Guardrail metric
- Product page conversion rate, to confirm the stack does not slow the decision
Related ideas
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